What makes up a good creative brief? According to JWT Executive Planning Director Pam Garcia, it takes three F words: Focus, flow and...fun! "The task answers the specific problem ideas can address while the stimulus and response is linked tight and inspirational", she explains, "And of course, collaboration between the different departments (Accounts, BAT, Planning and Creatives), should always be fun!"
Last December 12 and 15, Pam (miraculously) had bleary-eyed employees in Juniper as early as 9 am for a workshop to introduce the new JWT Creative Brief. After watching a short perk-me-up cartoon, gobbling baked mac for breakfast, and downing cups of caffeine from Tesscafe, the JWT zombies found themselves feeling human enough to get into Pam's written exercises and thorough explanation of the new brief.
"The new JWT brief is definitely better than the old one!", Pam exclaims, "It's a lot more fun to do and the additional stuff are definitely useful. We start by defining the problem tightly and completing with an inspiring stimulus and an actionable response. It can be a challenge, but a fun and fulfilling one at that!"
It's important to note that everyone has their own part to play in the creative process apart from the Creatives. After all, a great brief is the springboard of great ideas. With this in mind, we look forward to creating bigger and better ideas with the new brief in 2009!
Dec. 12: a sense of accomplishment for BAT and Accounts
problemizing the problem
Dec. 15: Creatives and Planning class picture
jos expounds on the importance of the brand idea
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